Course: Strategic Management and Sustainability of Arts Centres

Focus: Operational efficiency, audience innovation and creative leadership. Duration: 10 hours (2 sessions of 5h). Online.

SESSION 1: Structure and the Cultural Business Model

Focus: From idea to financial sustainability.

• 09:00 – 10:30 | Diagnosis and Strategic Planning:
  • Identity analysis: mission, vision and values in the arts sector.
  • The cultural Canvas: adapting the business model to non-profit and private centres.
• 10:30 – 11:30 | Financial Management and Funding:
  • Income diversification: fees, sponsorship, fundraising and public grants.
  • Preparing and monitoring budgets for artistic projects.
• 11:30 – 12:00 | Active Break.
• 12:00 – 13:30 | Legal Framework and HR in the Arts:
  • Types of artistic contracts and intellectual property.
  • Managing creative teams: motivation and conflict resolution in sensitive environments.
• 13:30 – 14:00 | Analysis Activity:
  • Case study: why do cultural centres fail? Common mistakes in early-stage management.

SESSION 2: The Arts Centre as a Social Agent

Focus: Audiences, innovation and the MAP Model applied to management.

• 09:00 – 10:30 | Cultural Marketing and Audience Development:
  • Digital communication strategies: how to sell “experiences” and not just “classes” or “tickets”.
  • Segmentation: who are we addressing? The shift from a passive audience to an active community.
• 10:30 – 11:30 | Digital Transformation and Innovation:
  • Management tools (ERP/CRM) specific to arts centres.
  • The hybrid centre: in-person vs. online delivery as a model for expansion.
• 11:30 – 12:00 | Active Break.
• 12:00 – 13:30 | Social Impact and Quality of Life (The MAP Seal):
  • How to integrate health and wellbeing programmes (such as the MAP Programme) to set the centre apart.
  • Measuring social impact: demonstrating with data that the centre improves the life of the community (key to attracting investment).
• 13:30 – 14:00 | Improvement Project:
  • Designing a “90-Day Action Plan” to optimise a real or imaginary arts centre.
  • Closing and conclusions.